Google recently announced, on Tuesday, plans to offer its Attribution Modeling Tool through Google Analytics via a public white list. The Attribution Modeling Tool was previously offered through the Google Analytics Premium product at an additional cost. The move to make its Attribution Modeling Tool available through Google Analytics for free indicates that Google is aggressively looking to extend its current analytics and measurement capabilities. Specifically, Google’s Attribution Modeling Tool allows users to:

Work with data they’re already tracking in Google Analytics. That means no additional setup or work for your IT department, marketing, or analytics groups. Flip the switch and you’re on. You can input and view values across channels, including affiliates, display ads, paid and organic search, and email.

Customize the attribution model. Google Attribution Modeling Tool provides either last-click or rules-based attribution models to their users. Google allows the user to have control of their attribution model, allowing the user to compare various models to each other, including the contributed value of channels, campaigns, and various other dimensions.

Access the Attribution Modeling Tool for FREE. We all love free things. All users have to do is sign up for the tool and the tool is available through the Google Analytics product. If you want more information about the tool, Google is hosting a webinar, which will give an overview of the capabilities.